Billboards aren’t dead – beauty just made them interesting again

Published: 23-Apr-2025
Marketing

With new billboards popping up featuring scratch-and-sniff elements or live performances to catch consumers’ eyes, expert Georgina Bojarski asks if this is the new age of beauty marketing?

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If you had asked a beauty marketer five years ago whether traditional billboards would still be relevant in 2025, you might have been met with a polite shrug or a dry laugh. 

Fast forward to now, and it is clear something has shifted. 

Beauty brands are embracing out-of-home (OOH) advertising again, but they are making it weirder, wilder and way more interactive.

Forget flat posters and forgettable slogans, we are talking scratch-and-sniff billboards, live performances and immersive installations. 

It is marketing designed to stop people in their tracks – and it is working.

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